In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions. Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following: . Brands are underleveraged . The business strategy is at risk because of inadequate brand platforms. The business faces a relevance threat caused by emerging subcategories. The firm's brands are tired and bland. Strategy is paralyzed by a lack of priority among the brands. Brands are cluttered and confusing to both customers and employees. The firm needs to move into the super-premium or value arenas to create margin or sales volume . Margin pressures require points of differentiationRenowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions.

ContentsPrefaceAcknowledgmentsPart I: What is Brand Portfolio Strategy?Chapter 1. Brand Portfolio StrategyThe Intel CaseWhat Is a Brand Portfolio Strategy?Dimensions of the Brand Portfolio StrategyBrand Portfolio ObjectivesChapter 2. The Brand Relationship SpectrumThe Disney Brand FamilyMaster Brands, Endorsers, Subbrands, and Driver RolesLinking Brands -- The Brand Relationship SpectrumA House of BrandsEndorsed BrandsSubbrandsA Branded HouseSelecting the Right Position in the Brand Relationship SpectrumChapter 3. Inputs to Brand Portfolio DecisionsMicrosoftCitigroupMarket Forces and DynamicsBusiness StrategyBrand Equities and IdentitiesThe Brand Portfolio AuditManaging the Brand PortfolioPart II. Creating Relevance, Differentiation, and EnergyChapter 4. Brand RelevancePowerBarWhat Is Relevance?Strategies to Create or Maintain RelevanceRelevance vs. Stick to Your KnittingChapter 5. Energizing and Differentiating the BrandSonyDifferentiating and Energizing a BrandBranded DifferentiatorsBranded EnergizersManaging Branded Differentiators and EnergizersChapter 6. Accessing Strategic Assets: Brand AlliancesFord Explorer Eddie Bauer EditionCo-Master Branded OfferingsExternal Branded DifferentiatorsExternal Branded EnergizersTactical Brand AlliancesDeveloping Effective Brand AlliancesPart III. Leveraging Brand AssetsChapter 7. Leveraging the Brand into New Product-MarketsDoveLeveraging the Brand into New OfferingsWill the Brand Enhance the Extension?Will the Extension Enhance the Brand?Is There a Compelling Need for a New Brand?Putting Extension Risks into PerspectiveCreating Range Brand PlatformsChapter 8. Participating in Upscale and Value MarketsGE AppliancesMarriottThe Vertical Brand ExtensionMoving the Brand DownMoving a Brand UpPart IV. Bringing Focus and Clarity to the Brand PortfolioChapter 9. Leveraging the Corporate BrandDellUnited Parcel Service (UPS)The Corporate BrandWhy Leverage the Corporate Brand?Challenges in Managing the Corporate BrandEndorser RoleChanging the Corporate Brand NameChapter 10. Toward Focus and ClarityUnileverFord vs. BMWToo Many Brands?Too Many Product Variants: Decision FatigueStrategic Brand ConsolidationEpilogue: Brand Portfolio Strategy -- 20 TakeawaysNotesIndex